The way that fashion consumers are guided and influenced has changed dramatically over the last decade. While they are spending more time than ever reading about fashion and appreciating the art of our industry, they are spending less and less time reading about it in print publications. Nowadays, the end consumer follows many different influencers mostly via social media and these influencers have a tremendous impact on how consumers define their individual style and how they make purchasing decisions.
We tailor your online digital fashion PR campaign to find the influencers who are most relevant to your accessory brand and are most likely to connect with your style and aesthetic. We form a deep and long-lasting relationship between your brand with the selected influencers so that you bridge a real, authentic connection with their audience. Since we are located in New York City we are immersed in the mecca of the fashion industry.
In addition to building your brand momentum with digital influencers, it is also critical to engage with your end consumers on a meaningful level. Today's savvy fashion consumers are looking for more than a stylish item to wear - they are looking to identify with the brand and the designer. They want the clothing and accessories that they wear to convey who they are - not only based on what it looks like, but how it makes them feel and the story behind each object. Connecting with your consumers via social media in necessary to building a brand, particularly in fashion. At Mariposa, we understand how these connections are made and we can help you build the loyal following that will thrust your brand into the spotlight.
While focusing on influencers through digital and social is critical nowadays, the traditional public relations efforts of obtaining product placement and features in publications and online is still the most effective mechanism to drive immediate sales.
Each credit has value not only in overall brand building, but also by directly increasing sales. Rather than an advertisement, the credit is placed in editorial content, which demonstrates significant credibility to both consumers as well as boutique and department store buyers. This cannot be obtained by a grassroots initiative; it requires a strong, strategic push tailored to each client.
The Product Placement & Features offering will provide you with credits in the following print media categories as well as in digital:
After six months of a fashion public relations push, a press book is put together and is available in both PDF and two bound copies, one for the designer, and one for their sales representative or showroom. A fashion PR press book is extremely useful for presentations during sales meetings and trade shows. The editorial support demonstrates the credibility that has been attributed to the designer. Both buyers and consumers feel excitement surrounding the brand and, based on the credibility, do not feel risk associated to a purchase or order.
With the release of a new collection, it is integral for the designer to generate press excitement. The semi-annual press preview is a Mariposa Communications event that has a casual and fun atmosphere, complete with product displays and client gifts for the press to take home.
Mariposa Communications coordinates the event, invites press contacts and walks the editors, stylists and bloggers through the client's collections to promote the products and obtain feedback in an organic way.
The impact of having the editors view, touch, and understand each collection's concept results in a significant amount of interest and subsequent product placement. The event is very popular with bloggers, as they can Tweet, Instagram and post about the accessories during and after the event.